Pinterest explores publisher partnerships to boost ad sales

Pinterest is testing a new program that could reshape advertising strategy, leveraging the relationships and expertise of news outlets and other publishers.

Why we care. This move creates a new offering for advertisers of potentially more targeted and effective ad placements.

Details:

• Pinterest is exploring an ad auction system on its pages, with revenue sharing for publishers.
• The company aims to tap into publishers’ existing advertiser relationships.
• Publishers could gain access to larger deals and a wider advertiser base.

Zoom out. Other social platforms are making similar moves:

• LinkedIn’s Wire Program. which allows publishers to sell ads on distributed videos, is in beta testing.

Between the lines. These initiatives reflect a broader trend of social media platforms diversifying their revenue streams and enhancing their value propositions to advertisers.

What to watch. The success of these programs could influence future collaborations between social media platforms and traditional publishers.